Completing the model: buy/sell branding

This paper underscores the fact that sales are the most important measure of any type of branding. The authors have observed that there is almost total focus on the consumer 'buying cycle', the area in which the ad agency is dominant.

Completing The Model: Buy/Sell Branding

Don SchultzNorthwestern University, Agora andChris GrindemOptimization group


In the world of global marketing communications and advertising, there is no shortage of brand and branding systems. For example:...

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